La Benevolencija in Rwanda

In 2002, La Benevolencija followed its academic team leader Ervin Staub in the wake of his invitation by the Rwandan Government, with the idea of implementing an experimental prototype media campaign in Rwanda aimed at inoculating populations from hate speech and other incitement to violence. The Rwandan government was concerned about possible recurrence of violence and trauma, during the implementation of the Gacaca village tribunals and La Benevolencija’s soap opera was seen as an ideal project to tackle these challenges. It was especially designed to teach populations to recognize and resist Staub’s universal “continuum of destruction” (see methodology). The results exceeded expectations.

After only one year of broadcast, La Benevolencija’s radio soap opera Musekeweya had become one of the most popular soaps in the country.